MTN, Africa’s largest mobile network operator, has launched a suite of mobile advertising solutions to provide new ways for consumers to engage with the brands and publishers they love.
The launch of ‘MTN Ads’ includes a number of advertising-supported services, including ‘MTN TV’ – a Free Ad-Supported Streaming TV (FAST) channel for video ads – an RCS service for targeted SMS messaging, and new digital advertising opportunities for brands and publishers across the open web.
MTN has partnered with Novatiq to deliver MTN Ads user recognition and audience addressability. The patented Novatiq Fusion platform provides enterprise-grade in-network technology with a proven track record in supporting telcos transition to leading digital service providers, including e& in the UAE and KDDI in Japan.
Since the advent of the Protection of Personal Information Act (POPI), there has been a drive towards privacy-centric digital advertising across Sub-Saharan Africa (SSA), however consumers still expect relevant advertising experiences. Publishers, advertisers, and their agencies need future-proof services which respect consumer privacy while maintaining the value and effectiveness of digital advertising across the open internet. Leading telcos such as MTN are ideally placed to provide this alternative approach.
On launch, publishers within SSA can now leverage ‘MTN Ads User Recognition’ to verify and understand their user base across devices, regardless of whether the user is logged in to their service. This approach enables publishers to enhance their first-party data strategy while protecting and growing monetisation opportunities. For the first time, South African publishers will be able to compete with the walled gardens from global players like Google and Meta for advertising revenue, with a more region-specific solution.
For advertisers and their agencies, ‘MTN Ads Addressable Audiences’ initially draws on MTN SSAs extensive network of subscribers to provide access to a wealth of MTN and publisher first-party data, making it possible to verify and activate audience campaigns with consented telco customer intelligence. This makes it possible to reach a brand’s desired audiences with personalised and effective messaging, safely and securely, at scale.
Jason Probert, GM, Digital Services at MTN commented: “For too long, digital advertising in South Africa has been a basic, mass-market affair. We’re changing the game with solutions that prioritise user privacy and deliver real value for all stakeholders. By leveraging Novatiq’s advanced technology and our deep understanding of the South African market, we’re empowering brands to reach their target audience more effectively while prioritising user privacy.”
Tanya Field, Co-founder and CPO at Novatiq, said: “The current evolution of the digital advertising industry, driven by both rising consumer expectations and increasing regulatory requirements, is creating a once-in-a-life-time opportunity for savvy telco brands to enter this vibrant market and safeguard the future of the open web. We’re thrilled to partner with MTN to bring our innovative identity solutions to the South African market. MTN Ads offers a powerful platform for brands to connect with their audience in a meaningful and privacy-compliant way.”
